Vanity Sizing



Will you spend more for a particular brand of clothes when their smaller sizes fit you best? Vanity sizing is when a name brand of clothing uses smaller size numbers on larger sized clothes.

Women’s fashion continues to have its own rule to sizing clothes. Things aren’t always what they seem. One brand’s size 12 may be another brand’s size 8.

In the 1950’s, most women sewed their own clothes. Then and still today, body measurements for a pattern predict the pattern size/clothes size when sewing your own clothes. Vanity sizing began in the 1960’s and 1970’s. In 1983 the Department of Commerce officially withdrew commercial sizing standards.

We remember Marilyn Monroe for her shapely figure. In the sizing standards of the 1950’s, it is said she was a size 16. By today’s standards, she would be a size 6/8. Generally speaking, clothing sized in the 1950’s can be cut in half for an idea of today’s sizing.

Sizes are a huge psychological phenomenon. The American woman is comfortable shopping in stores that inflate their sizes. It’s a profitable selling tool for the stores and industry! Liz Claiborne, Target and Gap are known for inflating their sizes. Couture clothing has stayed more consistent with sizing, mostly because they feel the number is just as important as the tag. Banana Republic says an “average size” is a size 12. Roberto Cavalli, an Italian designer, states an XL is vanity sized as a 30.5" waist measurement - which is the equivalent of the Banana Republic size 12. It’s hard to find designer brands above a size 8! Chico’s developed their own sizing: 1, 2 and 3. Knowing the physiological impact of sizing, women happily shop where they CAN be a size 1, 2 or 3! Great strategy on their part, don't you think?

The Textile Clothing Technology Corporation invented a body scanner to collect measurements. This was their attempt in trying to develop a new standard sizing format. In 2003 they conducted a study called “Size USA”. In this study, they scanned 6,310 American women and found an average waist size varied between 32.6 and 37.4 inches, depending on race and age. With this as an “average” waist size, it reveals that the “average” size in certain brand names is quite varied.

As some can be rapt up in what number they wear and are sure to make it “public”, we are wise to know this means nothing! Celebrity sizes are even more extreme! What one states as a size 0 may in reality be a few sizes larger! Make no bones about it, sizes are so varied now that there isn’t a clear fact on what size anyone is!!

Men’s clothing, on the other hand, has not seen these extreme sizing changes over the years. That is why it is somewhat easier to buy men’s clothing off the rack without always having to try it on each time.

So what can us girls do to make shopping easier?


• Stick to how clothing fits, and not with the number assigned to it.


• Stick to one brand you know fits well.


• When changing brands, try things on to be sure of the fit.


Look good, feel good and strut your stuff women of America! You are what you feel and numbers don’t have to dictate that!!

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